This event report looks at how biscuit brand Oreo adapted a North American campaign to the Chinese market. View Summary

This event report looks at how biscuit brand Oreo adapted a North American campaign to the Chinese market.

The consumer insight that had inspired Wonderfilled – 2a story of infinite possibilities" – applied equally in China but local insights were also drawn on.

Wonderfilled China tapped into the spirit of Chinese New Year, with ads incorporating iconic festive symbols.

Subsequently content was translated into 20 languages and aggregated on one hub to extend the campaign's reach.

2

Honey Maid: This is wholesome

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Todd Wilkinson, ANA Magazine, The Best of the Best, 2014, pp. 6-10

This article demonstrates how Honey Maid, a snack brand, grew sales and relevance in the US by showing it understood the changing face of the American family and supported LGBT parents. View Summary

This article demonstrates how Honey Maid, a snack brand, grew sales and relevance in the US by showing it understood the changing face of the American family and supported LGBT parents.

Honey Maid was closely identified with traditional family values but its relevance and profile were becoming stale; it was seen by many as boring and old-fashioned.

"This is Wholesome" centred around films of five real American families, with the edited 30-second main TV spot prominently featuring a gay couple and their children as the lead.

The campaign focused on social engagement, with short-form video documentaries of each family posted on YouTube and Facebook, and the hashtag #ThisIsWholesome employed on Twitter.

The campaign attracted anticipated negative attention from conservative individuals and groups, which Honey Maid embraced by printing both positive and negative comments and sculpting an installation from them in the shape of the word, 'Love'.

Sales of Honey Maid graham crackers increased 7 percent after the launch and the brand has seen positive gains in consumer relevance.

3

Hot content marketing: Baked fresh daily

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John Patrick Pullen, ANA Magazine, January 2015, pp. 4-8

This article explains how brands can build a successful content marketing strategy, using examples from food company Kraft, financial services company Charles Schwab, and paint company Rust-Oleum. View Summary

This article explains how brands can build a successful content marketing strategy, using examples from food company Kraft, financial services company Charles Schwab, and paint company Rust-Oleum.

Brands have to earn credibility over time, so should use their existing reputation to decide on the subject of their content marketing - it needs to be a good fit.

Fixing on an organising idea is crucial, and then brands should undertake a 'content audit' to understand what materials they have across different channels.

Measuring the impact of content marketing can be difficult, as the greatest impact is on 'softer' brand measures, so understanding the role of content in the path to purchase is crucial.

4

Applied neuroscience: Hovis - Researching autopilot purchase

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Matt Hunt and Phil Barden, Admap, September 2014, pp. 32-33

This case study explains how Hovis, the UK baker, used implicit response testing to understand what drives purchase intent in a low-involvement category. View Summary

This case study explains how Hovis, the UK baker, used implicit response testing to understand what drives purchase intent in a low-involvement category.

Hovis wanted to launch a new product but found consumers didn't consider enough in the process of shopping, despite thinking that the product as better when asked to consider it rationally.

Implicit response testing with an online panel was used to understand how people felt about the brand and the messaging of the new product.

The testing revealed the drivers of behaviour and how this related to competitors, and a winning ad concept.

5

How Honey Maid connected with families in America

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Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report discusses how Honey Maid, Mondelez International's brand of graham crackers, has aimed to reflect changing social norms and values in America. View Summary

This event report discusses how Honey Maid, Mondelez International's brand of graham crackers, has aimed to reflect changing social norms and values in America. Such a shift has been encapsulated by the evolution of the American family – whether that takes the form of families with two dads or two mothers, parents from different ethnic backgrounds, or a single father raising a child. Honey Maid was also undergoing a change, launching new products, attempting to reach new segments, and trying to modernise its "wholesome" image. Working with agency Droga5, it developed the "This is Wholesome" campaign, which featured a diverse mix of real families in ads and online documentaries. Having received a wave of positive feedback – and a smaller amount of vocal criticism – the brand released a response video, based around the theme of love, on social media. This content rapidly received millions of hits, alongside reaffirming its commitment to inclusiveness.

This event report discusses how General Mills is pursuing the idea of purpose-driven branding. As it began working on this project, the company called on specialist help from Joey Reiman, an academic and author on the subject of brand purpose, to help formulate its strategy. View Summary

This event report discusses how General Mills is pursuing the idea of purpose-driven branding. As it began working on this project, the company called on specialist help from Joey Reiman, an academic and author on the subject of brand purpose, to help formulate its strategy. And General Mills has found that asking its marketers to determine what brands stand for, and who they serve, has yielded very positive results. Among the offerings which have benefitted from this strategy to date are Pillsbury, Wheaties and Betty Crocker. New business models have also emerged, alongside innovative and effective marketing campaigns.

7

The Twinkies story: How an American icon rose from the depths of bankruptcy

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Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2014

This event report discusses how Hostess Brands LLC, the US bakery company, brought the iconic Twinkies and CupCakes brands back to store shelves after its predecessor filed for Chapter 11 bankruptcy protection. View Summary

This event report discusses how Hostess Brands LLC, the US bakery company, brought the iconic Twinkies and CupCakes brands back to store shelves after its predecessor filed for Chapter 11 bankruptcy protection. Backed by two private-equity firms, the new Hostess company sought to build anticipation for the return of Twinkies through a campaign with the tagline, "The Sweetest Comeback in the History of Ever", which was brought to life by on-the-ground promotion in major US cities and on social media. The "Prepare Your CakeFace" initiative championed the return of CupCakes, and ultimately both brands posted record-breaking sales figures - as well as helping the category return to growth.

8

Oreo’s long journey to real-time marketing success

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Stephen Whiteside, Event Reports, Internet Week New York, May 2013

This event report discusses a recent real-time marketing initiative from Oreo, which saw the US food brand posting a banner ad via Twitter just after the unexpected Super Bowl 2013 blackout, from the client, agency and social media manager's perspective. View Summary

This event report discusses a recent real-time marketing initiative from Oreo, which saw the US food brand posting a banner ad via Twitter just after the unexpected Super Bowl 2013 blackout, from the client, agency and social media manager's perspective. Oreo had previously been a pioneer in social media marketing with its Daily Twist campaign to mark the brand's centenary - and had integrated a newsroom-style operation in order to react to news events via its official social media accounts. General brand strategy and corporate implications of such an approach are also discussed.

9

Why retailers are keeping it fresh: Fresh foods not spoiled by inflationary heat

This article examines global differences by region in fresh food consumer purchasing patterns, and priorities when choosing a retailer. Fresh foods comprise 30-60% of total grocery spending with sales holding up despite inflationary pressure. The availability of a wide variety of good quality fresh produce attracts consumers and boosts spend not just on fresh food, but other products too. This article also emphasises the importance of friendly and trustworthy staff in consumer choice.

Grupo Bimbo is a Mexican company and the world's largest baker, with 19,000 registered brands. In a presentation to the 2012 Festival of Media Latam, Marketing Communications Director Ricardo Perez talked about the company's new marketing strategy, which was divided into Brand Context, Target Segment, Insight, Attributes, Personality and Essence objectives. View Summary

Grupo Bimbo is a Mexican company and the world's largest baker, with 19,000 registered brands. In a presentation to the 2012 Festival of Media Latam, Marketing Communications Director Ricardo Perez talked about the company's new marketing strategy, which was divided into Brand Context, Target Segment, Insight, Attributes, Personality and Essence objectives. Following an unsuccessful expansion into Brazil, the company learnt to take localisation strategies seriously, balancing global positioning and graphic identity with local insights and innovations. This article also provides examples of how the company fought to win consumers in the US, China and Chile.

Guilt has long been used by marketers as an emotional driver. View Summary

Guilt has long been used by marketers as an emotional driver.

Whether it is guilt about being healthy enough, whether we look after our family well enough, or if we're doing enough for the environment.

Guilt is a tried-and-tested method to motivate action, which works in the short-term but what are the long-term implications? The dessert brand, Gü, exists in a sector that is flooded with examples of guilt marketing but in a bid to rectify the discrepancy between high brand awareness and low penetration, it reframed its strategy to build positive associations with the brand and move away from playing on consumers' guilt.

13

Cookies and Crackers (American Industry Overview)

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Gale American Industry Overviews, 2011

This paper provides an overview of the cookies and crackers industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies. View Summary

This paper provides an overview of the cookies and crackers industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies. It contains a list of further information sources and reading.

14

Frozen Bakery Products (except bread) (American Industry Overview)

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Gale American Industry Overviews, 2011

This paper provides an overview of the frozen bakery products industry in the United States (excluding bread). View Summary

This paper provides an overview of the frozen bakery products industry in the United States (excluding bread). It contains a short list of further information sources and reading.

15

Bread, Cake, and Related Products (American Industry Overview)

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Gale American Industry Overviews, 2011

This paper provides an overview of the bread, cake and related products industry in the United States. View Summary

This paper provides an overview of the bread, cake and related products industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies. It contains a list of further information sources and reading.

16

Specialty Bakeries (Emerging Industry Overview)

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Gale Emerging Industry Overviews, 2011

This paper provides an overview of the specialty bakeries industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies. View Summary

This paper provides an overview of the specialty bakeries industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies. It concludes with a brief section about the industry in other countries ('America and the world') as well as a list of further information sources and reading.

17

Kraft’s Oreo Brand Finds a Community of Hungry Digitalistas

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Geoffrey Precourt, Event Reports, Advertising Week, October 2010

Reporting from Advertising Week 2010 in New York, Warc's US editor, Geoffrey Precourt, covers Kraft's Oreo's digital strategy and its approach to building communities of fans. View Summary

Reporting from Advertising Week 2010 in New York, Warc's US editor, Geoffrey Precourt, covers Kraft's Oreo's digital strategy and its approach to building communities of fans. This involved bringing together a disparate global fan base that was spread across multiple groups and creating the Double Stuf Racing League to reinforce a brand extension.

18

Hovis adapted a creative legacy to achieve a rapid share turnaround

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Andy Nairn, Admap, November 2009, pp. 20-22

Hovis is Britain’s most famous bread brand, but in 2008 it was losing share and perceptions of it as healthy and natural had waned. View Summary

Hovis is Britain’s most famous bread brand, but in 2008 it was losing share and perceptions of it as healthy and natural had waned. Ad agency MCBD opted to capitalise on the legacy of the famed 1970s ad featuring a baker’s boy of yesteryear. A new ad was created, ‘Go on lad’, in which the boy carries a Hovis loaf through key events of the 20th century, to arrive home safely in the present day. Media was focused on TV, particularly in ITV1 soap Coronation Street. Consumer perceptions improved markedly and a projected share of 17% of the bread market within 12 months was transformed into an actual share of over 26%.